Standing out from the crowd

• Autores: Michael McCarthy, Gillian Oakenfull
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 2, 2014, págs. 163-177
• Idioma: inglés
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• Resumen

  • This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands--each having a relatively low market share. It begins with an overview of this methodology, contrasting it with two existing brand-association elicitation methodologies. Next, a step-by-step procedure is outlined for executing a comprehensive Caucus study. Then, the procedure and findings of an illustrative Caucus study are presented. Finally, the implications of Caucus for future brand-association research are discussed.